A BRAND CELEBRATING ITS 60TH ANNIVERSARY

THE BIRTH OF BENIHANA

The history of Benihana began in 1964, when Hiroaki “Rocky” Aoki, an entrepreneur of Japanese origin, opened the first restaurant on 56th Street in New York. Rocky Aoki had the revolutionary idea of combining teppanyaki-style cooking with a truly theatrical experience. For the first time in the restaurant world, chefs were no longer content to prepare their dishes in the kitchen; they shared their culinary art with their guests. They wielded knives of all kinds, played with fire, and performed a show unlike anything ever seen before. Rocky Aoki's vision transformed the dining experience, and Benihana became the stage for this art.

THE KEY TO SUCCESS

Mr. Aoki's concept and Japanese cuisine, initially unfamiliar to American culture and culinary tastes, quickly won over customers because Rocky Aoki understood the importance of combining entertainment with dining by offering a unique experience that went beyond just the food. His genius did not stop there. By adapting the menu to include flavors and ingredients more familiar to Americans, such as steak and chicken, he quickly found success.

A MULTI-GENERATIONAL RESTAURANT

Like Proust's madeleine, Benihana leaves a lasting impression on generations of customers, many of whom return today with their own families, making it a place where traditions are passed on. Teppanyaki cuisine has become a nostalgic experience, evoking shared family memories for most.

It is a place to celebrate special occasions, whether birthdays or other celebrations, and the restaurant has mastered the art of making these moments unforgettable. Benihana's appeal is as strong today as it was in the 1960s. Many customers visit to relive the theatrical experience they enjoyed as children and to share the same excitement with the next generation.

BENIHANA, A TIMELESS BRAND

As the brand celebrates its 60th anniversary in 2024, Benihana has repeatedly proven its talent for innovation, cultural fusion, culinary mastery, and unique experiences. Whether it's a first-time discovery for some or a long-time favorite for others, the magic of Benihana continues to captivate audiences around the world. Mr. Aoki's concept and Japanese cuisine, initially foreign to American culture and culinary tastes, quickly won over customers because Rocky Aoki understood the need to combine entertainment with dining by offering a unique experience that went beyond just the food. His genius didn't stop there. By adapting the menu to include flavors and ingredients more familiar to Americans, such as steak and chicken, he quickly found success.

From a simple restaurant in New York to a global iconic brand, Benihana's legacy is one of innovation, creativity, and resilience, continually proving that dining out is more than just a meal.

A CULTURAL REFERENCE

From cult TV series to Hollywood movies, Benihana doesn't just feed people—it inspires them.

Le Loup de Wall street (2013)

Une arrestation spectaculaire dans un Benihana

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There had to be 10000 Swiss bankers in Geneva and Rugrat gets the one dumb enough to get himself arrested on US soil. Even more fucked, was that he got busted for shit that had nothing to do with me. It had nothing to fucking do with me! Something about laundering drug money through offshore boat racing, and a guy named Rocky Aoki, you know, the founder of Benihana? Benihana... Beni-fucking-hana? BENI-FUCKING-HANA? WHY? WHY, GOD? Why would you be so cruel as to use a chain of fucking hibachi restaurants to take me down?

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The Office, “A Benihana Christmas” (2006)

Un Noël chez Benihana avec l’équipe Dunder Mifflin

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Dans la série The Office (version US), Benihana apparaît dans l’épisode spécial de Noël de la saison 3 : "A Benihana Christmas".
Michael Scott, déprimé après sa rupture avec Carol, est emmené par Andy, Dwight et Jim dans un restaurant Benihana pour lui changer les idées.
Il y boit un peu trop de saké, flirte maladroitement avec deux serveuses japonaises… et finit par les ramener à la fête de Noël de Dunder Mifflin.

👉 C’est un épisode culte, parce que :

Il montre l’humour maladroit (et parfois gênant) de Michael.

Le titre même de l’épisode joue sur la popularité de la chaîne Benihana aux États-Unis.

The Office, “A Benihana Christmas” (2006)

Benihana is also mentioned in other iconic works:

Cinema

Chuck – Morgan rêve de devenir chef chez Benihana.

30 Rock – Tracy Jordan reçoit une carte cadeau Benihana de 50 000 $ à dépenser.

Juno (2007) – Le restaurant est mentionné comme lieu de sortie avant le bal de promo.

Musique

Doechii (2024) “Wine and dine her, Benihana, I’m the new hip‑hop Madonna”

2 Chainz ( 2012 ) – Référence à Benihana dans la punchline “I got Benihana issues”

Beastie Boys ( 1998 )– “I’m the Benihana chef…” dans le titre Putting Shame in Your Game